We looked at the institutional structures of the [mainstream] media. What are they? They are major corporations, that are often parts of bigger, mega-corporations. They have a product that they sell to a market. The product is readers of newspapers, or viewers on television, and the market is advertisers.
So they are corporate institutions that sell readers to advertisers. They are all closely linked to government. There is a lot of flow, in and out, of personnel, with a lot of influence.
And we asked a simple question, that anyone who believes in free markets would ask at once: Do the structure of the producer, of the market, and the links to other power structures, does that affect the media content? That is the propaganda model. There is nothing arbitrary about it. That is just elementary. And if you believe in free markets, that is exactly what you would look at.